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Evolución Del Marketing: Desde El Egocentrismo A La Orientación Al Consumidor

Author

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  • José Alberto Martínez González

Abstract

El marketing, que constituye una disciplina y una práctica relativamente reciente, no se orientó inicialmente al consumidor, pues la empresa sólo pretendía acercar el producto, egocéntricamente diseñado y promocionado, al segmento de clientes, presionando después para aumentar sus ventas. Sólo cuando la empresa decide conocer las necesidades de los clientes y el perfil del entorno y de la competencia, para adaptar seguidamente sus propuestas comerciales al cliente, es cuando puede hablarse verdaderamente de marketing y de orientación al consumidor. Desde que se origina la verdadera orientación al consumidor el marketing y la gestión de las empresas han evolucionado notablemente, tanto a nivel académico como desde el punto de vista científico y práctico.

Suggested Citation

  • José Alberto Martínez González, 2011. "Evolución Del Marketing: Desde El Egocentrismo A La Orientación Al Consumidor," Contribuciones a la Economía, Servicios Académicos Intercontinentales SL, issue 2011-12, December.
    • Handle: RePEc:erv:contri:y:2011:i:2011-12:7
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